Spalding SSD was established in Calgary, Alberta, and has provided doors and entryway solutions to Western Canada since 1952. Spalding fabricates, manufactures, and distributes custom doors, frames, and access control systems for schools, hospitals, and municipalities.

To help grow the business, Spalding SSD wanted to invest in optimizing its online presence to generate leads online organically. In addition, Spalding SSD refreshed its branding as part of its creative branding strategy to remain relevant. As part of the brand evolution process, Spalding wanted to leverage their company values, expertise, and accumulated experience to position itself as a thought leader in the industry. To accomplish their new vision, we provided content strategy services to include the 7 elements of storytelling. The strategic website design is being used as the company’s #1 marketing tool.


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Spalding’s previous website design was basic and had no clear CTA. It was also not user-friendly and didn’t align with their brand strategy or customer journey optimization needs. Additionally, Spalding lacked brand awareness and service and product awareness amongst clients.



Improving Brand Awareness with Content Marketing

Pace Creative provided content strategy services to improve Spalding’s brand awareness and establish thought leadership for the company. We focused on defining Spalding’s brand strategy alignment and key messaging to create a strong impact. We use primary and secondary research to study how people really make decisions using behavioral science to get better online results. We developed the content on each page to create a story that would resonate with the viewer. We focused on clarifying Spalding’s expertise, helping users find business solutions easily, informing decisions, and encouraging contact. This manufacturing marketing strategy was intended to increase brand and improve customer service and product awareness year over year to support the growth of the business online.

Developing a Successful B2B SEO Strategy

Pace Creative developed a B2B SEO strategy with an initial focus on keyword research to target customer personas. This new strategy considered organic SEO when developing Spalding’s website content. We implemented analytics and SEO monitoring tools to track the website’s performance. We created meta descriptions following the keyword research and optimized each page and image to ensure Spalding had a high SEO ranking. Our team continually monitors the SEO ranking and looks for opportunities to improve. This B2B SEO strategy would improve the website traffic for Spalding.

Strategic Website Design and Development

Pace Creative developed a strategic website design for Spalding that included elements specific to manufacturing marketing. We started by developing the site map and focused on customer journey optimization and building Spalding’s credibility as a thought leader. We developed wireframes and an art direction strategy that addressed branding, website functionality, and calls to action to increase the conversion rate. This new strategic website design would meet the KPI of website traffic.


  • By using our marketing strategy for manufacturing company services, Spalding met their growth goals!
  • Spalding’s online presence is optimized for organic searches and website traffic.
  • The website has over 400 average monthly users, and the homepage has a click-through rate of 3.9%.
  • Average time on the page is 2 minutes and 32 seconds.
  • Individual page rankings have increased by 10 to 15 on average, with the Services, contact, and about pages ranking within the first page of Google on average.
  • Our B2B SEO strategy helped increase the number of qualified submissions through the contact form to 2.8 per week on average.

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